The goals of a personalised campaign
The goal of a personalised marketing campaign is to pick up a person from where he or she is. This promises:
- high attention
- high conversion rates
- good customer experiences
- low scattering losses
- good branding
at hopefully low cost.
The more personalised a campaign is, the more relevant it is for the target person. One to one marketing. Easy to say. But you have to meet different requirements:
- You identify people who are receptive to your messages.
- You can see what stage of the decision-making process these people are currently in.
- You derive their needs from this.
- You offer specific added value.
Personalising means – not surprisingly – that you approach someone "personally", deal with them and provide them with interesting offers.
Each phase in the customer lifecycle (see figure above) could be divided into numerous subphases. Depending on where someone is at the moment, you have to assume different needs and interests.
Additionally: How long someone stays in a phase is very different. The duration varies from a few minutes to several years.
Therefore, it is important that you identify a person at as many contact points as possible and include this information cumulatively in the personalization model. Here are some simple ways to do this:
Offering e-mail delivery of topics (whitepapers, e-mail series etc.)
Extract interest by newsletter clicks
Measure click behaviour on the website
Using lead ad campaigns
Use dedicated messages (e. g. one-topic-mailing, theme flyers, banners etc.)
Include contact forms including details of your interests
If possible, use every contact point, no matter whether large or small. Logging in and out, buying, registering, canceling, clicking etc. All these actions provide important information on where a person is and what they are interested in.
Relevance determines whether your message arrives
Customers and prospects are demanding. The longer, the more. They expect relevant information. Poorly addressed campaigns lead to loss of image, delivery problems and blacklisting as well as complaints and other undesirable effects.
If possible, only show the target person the content they are really interested in. Segment "segment" the topics. This is probably the most effective method of personalization and can often be derived from very simple information.
Here are some possibilities for content segmentation (combinations are allowed):
- Sorting: Topics that are more important for the target person come first.
- Focusing: Less interesting topics are only mentioned briefly or omitted altogether.
- Variants: The contents are formatted differently for each target segment.
- Sender: Use personalized senders.
- Channel: Different messages are created for different channels: Website, E-Mail, Social, Telephone, SMS, Mailbox, In-Store, Radio/TV etc.
Personalized marketing campaigns usually involve various technical systems such as a CRM, an email marketing suite and a content management system. Technical interfaces are necessary for these systems to be able to communicate with each other and improve segmentation. After a short system and use case analysis, necessary measures can be identified and implemented precisely and often cost-effectively.
Collect the current interests and needs of your customers and prospective customers on an ongoing and cross-channel basis and incorporate the findings into personalization. In order for this to be possible, some technical and substantive precautions are necessary. Cleverly made, this is already possible with a small investment and low-cost tools.